Ready to raise your rates? Do this first

Stop undervaluing your business — charge what you’re worth!

Hi y’all,

Let’s talk about something that makes many event pros uneasy: raising prices. After connecting with hundreds of rental businesses, I’ve noticed a common challenge — understanding your true worth and communicating it confidently. Here’s how to make price increases work for your business.

🎯 Timing is everything 

The best time to justify higher rates? Right after you’ve delivered exceptional service. If you just went above and beyond for a client, that’s the perfect time to send next year’s pricing. When your value is top of mind, the conversation shifts from “Why is this more expensive?” to “Of course it costs more — it’s worth it.”

📸 Show, don’t just tell 

Your social media and website should prove why you’re worth it:

• Share behind-the-scenes glimpses of your team in action
• Post real photos of your well-maintained inventory (ditch those stock photos!)
• Feature authentic testimonials from credible clients 

When these practices are a part of your regular presence online, folks associate humans with your value, not just the stuff you provide.

Here’s an example of how we’re leveraging testimonials here at Goodshuffle:

💡 Communicate early and often 

Clients respect transparency. Proactively sharing your processes, team, and policies help clients understand the value behind your pricing. For example, one of our users (Celebrations of Marin) recently posted about their rainy day policies, clearly explaining how proper storage protects their high-quality equipment. When people understand the why, they’re far more likely to accept (and appreciate!) the how much.

🌟 Remember your worth 

Not every client will be a fit — and that’s okay. Losing price-focused clients makes space for dream clients who value what you do.  You’re in business to be profitable, and that means charging rates that reflect your expertise, service, and quality.

When you price for your value, you create space for the dream clients who are ready to grow with you.

See you next Tuesday, 

Mallory Mullen